Creative Bites: Gerald Kugler

02: creative bites, creative bites



What single piece of advice would you give a young creative before he or she sits down with you at PN10?
“Don’t get frustrated. It’s virtually impossible for everyone to love everything in your book. I might not like something that somebody else loved. Take what I say with a grain of salt. If my advice makes sense to you, try it. If you think I’m an idiot, ignore me.”

Looking back, what was your own first portfolio like?

What was the reaction you got, the advice you received the very first time you showed your own book?
“The reaction: this seems like it was written by somebody who speaks English as a second language. (English is my native tongue. Good times.) The advice: keep working, kid.”

How do you feel about non-advertising expressions of creativity in a portfolio? For example, photography or poetry?
“If you want to be a photographer or a poet, great.”

How important is it to have long copy ads in a copywriter’s portfolio?
“I think it’s really important. Your portfolio shows a creative director what you’re capable of. It should show a range of thinking and execution. If you don’t have long copy in your book, a CD is going to assume, for whatever reason, you can’t do it. (And the truth is many juniors can’t.) If you can, why not show people?”

A top-notch portfolio is crucial, but how much does personality count towards making a hire?
“Uhhh… who wants to work with an asshole?”

Portfolio Night is as much about selling yourself as it is getting advice. Combine the two: what’s the best piece of advice you can give about selling yourself and your ideas?
“Have a point of view. Be able to defend your stance. If you’re wrong, don’t sulk about it. Most importantly, don’t hesitate to have a point of view the next time.”

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